"He's Coming Home"

25 November 2022

71s

Home defeat.

With the World Cup underway, Women's Aid are concerned about the link between football and domestic violence. Whether England win, lose, or draw, an abuser is still an abuser, ready to make their family's lives miserable when they come home from the pub.

It takes a while for agency House 337 and director Sara Dunlop's ad to reach that point, which is both deliberate and effective. First, the camera glides around a cul-de-sac decorated with flags and bathed in the glow of living rooms—a winter World Cup wonderland, you might say.

That illusion is shattered when the last house comes into view, with its giant banner that reads, "He's coming home". 1.6 million women dread this moment, and the charity want to remove that fear ASAP.

UK

Charities